The Art of Choosing by Sheena Iyengar

Author:Sheena Iyengar
Language: eng
Format: mobi, epub
Tags: Non-fiction
ISBN: 9780446504102
Publisher: Twelve
Published: 2010-01-02T00:00:00+00:00

VI. THE 500-POUND GORILLA IN THE ROOM

The freedom lover (and Coke drinker) in you may be thinking that there must be something you can do to counteract all the money and energy devoted behind the scenes to anticipating or directing your every move. For one thing, you’re going to start paying more attention. Yes, perhaps you’ll sometimes have a crazed, wild-eyed look, but that’s a price you’re willing to pay to “free your mind.” I’d like to be supportive, so let me alert you to the possible pitfalls of this strategy.

In the psychological study of attention, one comes across a famous short video clip of three students dressed in white and three dressed in black, with each team passing a basketball back and forth as the members constantly change positions. The goal for viewers is to count how many times the white team passes the ball from one member to another. If you’d like to participate yourself, which I recommend, you can view the video online at http://viscog.beckman.uiuc.edu/flashmovie/15.php.

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